TitleThe Race
Agency
Campaign The Race
Advertiser Tourism Ireland
Brand Tourism Ireland

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Media Type Television
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About Publicis London

Latest News

Tourism Ireland gives the Irish west coast its own soundtrack to launch ‘The Wild Atlantic Way’ globally

Date: 1st April 2014: Tourism Ireland is launching the Wild Atlantic Way, a route running down the country’s west coast, with a soundtrack in the form of a five track EP inspired by this stunning landscape.

Running 2,500km down Ireland’s west coast, the Wild Atlantic Way (WAW) is officially the ‘longest coastal touring route in the world’. The EP is part of a major advertising campaign, created for Tourism Ireland by Publicis London, encouraging people to take a road trip in this stunning part of the world.

The soundtrack was composed by up-and-coming electro-indie band Solomon Grey. The EP, called ‘Dathanna – Sounds of the Wild Atlantic Way’, Solomon Grey – Dathanna - Sounds of The Wild Atlantic Way is available on Spotify and will be downloadable from the Tourism Ireland website ireland.com/en-gb/wild-atlantic-way/sounds.

The band Solomon Grey was chosen as their thoughts and compositions reflect how this coastline can affect visitors. The band composed the soundtrack whilst travelling along the coastal road, sampling all kinds of sounds along the route – including the sound of the ocean with a microphone attached to a surfboard, waves, galloping horses, a choir in an ancient fort, Ireland’s only cable car, local musicians, story tellers and ambient sounds all the way down the coast.

‘Dathanna’, meaning ‘colours’ in Irish, comprises five tracks named after the five colours that dominate the coastline, called (in Irish/English) Glas/Green, Gorm/Blue, Donn/Brown, Buí/Yellow and Dearg/Red.

A documentary following the band’s inspirational experiences and encounters on the road trip is also available to view ireland.com/en-gb/wild-atlantic-way/sounds.

8-minute documentary

The 8-minute film, created for Tourism Ireland by Publicis and production company Friend, shows the artists at work, as well as the landscapes, the culture and the warm welcomes they experienced on their trip.

The ‘Wild Atlantic Way’ campaign is being launched with TV commercials cut from the documentary, as well as online video-on-demand trailers, online display ads, PR and print partnerships, music channels, music blogs and the soundtrack itself is being aired on radio.

60 sec teaser

The campaign is being backed with a total media budget of £2,225,000 and is running globally, in key markets including: Great Britain, Germany, France, Spain, Italy, Australia, Canada and the U.S.

“Our aim was to show just how immersive and inspirational Ireland is, by providing tangible evidence - in the form of an album. The idea shows how the Wild Atlantic Way is far more than a journey: it delivers moments to treasure and experiences that offer a true sense of joyful immersion into this stunning coastline…” – Vanessa Markey, Tourism Ireland, Head of GB

“It’s easy to say this drive is epic and inspirational. We wanted to prove it – this soundtrack does exactly that…” – Andy Bird, ECD

“Ireland's Wild Atlantic Way is a uniquely inspiring journey, one which is difficult to capture with a traditional marketing campaign. Our idea shows instead how inspiration is drawn and output created from the real journey of two musicians. So if you've not yet travelled the way, this is the next best thing...“ – Jason Cobbold, Deputy Managing Director, Publicis London

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